Department

Consumer and Food Sciences

Degree

PhD Consumer Science (Clothing Management)

Basic psychological needs and self-determined motivation as antecedents of female consumers’ voluntary simplistic clothing consumption practices in South Africa

The study revolved around the underlying factors that contribute to female consumers’ sustainable clothing consumption in the local emerging market context. The production and consumption of clothing has severe social and environmental implications both locally and abroad, which can be alleviated through more sustainable and voluntary simplistic consumption practices. Structural equation modelling and factor analysis procedures were performed that identified competence as the most influential basic psychological need, which together with intrinsic motivation formed the basis of such practices. A theoretical framework for further empirical investigation into sustainable behaviour in emerging market environments was thus established. Insight derived from this study can also be used to structure marketing campaigns that will promote social responsibility and sustainability in the South African apparel domain.

This work is based on the research supported in part by the NATIONAL RESEARCH FOUNDATION  (NRF) OF SOUTH AFRICA, grant numbers: 118025 and 98902, and the University of Pretoria.

Email

[email protected]

Supervisors

Primary supervisor: Dr NC Sonnenberg

Research Profiles

• LinkedIn – https://www.linkedin.com/in/hanri-taljaard-6a859150/
• ORCID – https://orcid.org/0000-0002-4720-5578
• ResearchGate – https://www.researchgate.net/profile/Hanri_Taljaard2

Memberships

• International Textile and Apparel Association (ITAA)
• KSMS (Korean Scholars of Marketing Science)
• SAAFECS (South African Association of Family Ecology and Consumer Science)

Publications

• Taljaard, H. & Sonnenberg, N. (2019) Basic Psychological needs and Self-Determined Motivation as Drivers of Voluntary Simplistic Clothing Consumption Practices in South Africa. Sustainability, (11)13.
• Taljaard, H., Sonnenberg, N. & Jacobs, B. (2018) Factors motivating male consumers’ eco-friendly apparel acquisition in the South African emerging market. International Journal of Consumer Studies, (42)5.

Conferences

• Taljaard, H. & Sonnenberg, N. (2020) Self-determined motivations that stimulate voluntary simplistic clothing consumption practices: South African female consumers’ perspectives. 14th International South African Association of Family Ecology and Consumer Science Conference. Pretoria, SA, 3-5 March. 
• Taljaard, H. & Sonnenberg, N. (2019) The move towards voluntary simplistic clothing consumption practices to improve human well-being and quality of life. 3rd Garden Route Interface Meeting (GRIM). Science and management co-learning to navigate social-ecological issues. Pine Lake Marina, Sedgefield, SA, 17-19 September.
• Taljaard, H. & Sonnenberg, N. (2019) A South African take on voluntary simplistic clothing consumption practices from an emerging market perspective. Global Fashion Management Conference. Paris, France, 11-14 July.
• Taljaard, H., Sonnenberg, N. & Reis, T. (2018) The development of a scale for measuring voluntary simplistic clothing consumption in the South African emerging market context. International Textile and Apparel Association Annual Conference: Re-imagine the renewable. Cleveland, Ohio, USA, 6-9 Nov.  
• Taljaard, H. & Sonnenberg, N. (2018) Consumers' voluntary simplistic clothing consumption practices in South Africa: A proposed conceptual framework. 13th International South African Association of Family Ecology and Consumer Science Conference. Pretoria, SA, 5-9 March. 
• Reis, T., Sonnenberg, N. & Taljaard, H. (2018) Developing a scale to measure consumers' engagement in voluntary simplistic clothing consumption behaviour in the South African emerging market context. 13th International South African Association of Family Ecology and Consumer Science Conference. Pretoria, SA, 5-9 March. 
• Taljaard, H., Sonnenberg, N. & Jacobs, B. (2016) Male Consumers' motivation and intent to acquire eco-friendly apparel in the South African emerging market context. International Textile and Apparel Association Annual Conference: Blending Cultures. Vancouver, Canada, 8-11 Nov.
• Taljaard, H., Sonnenberg, N., & Jacobs, B. (2016) Male consumers’ pro-environmental motivation and intent to acquire eco-friendly apparel in South Africa. 12th International South African Association of Family Ecology and Consumer Science Conference. Pretoria, SA, 22–26 Feb.